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With outbound and domestic travel booming, ILTM China arrived in Shanghai earlier this month in response to demand for a dedicated Chinese version with the market now too large to simply just be part of Asia.
Hundreds of millions of Chinese people travelled here, there and everywhere during China’s Golden Week of national holidays at the start of October; while these big numbers make for easy headlines, they actually mean very little.
China specialises in big numbers, so with this undeniable premise accepted, the real question is: what do luxury Chinese travellers want?
To understand how to engage, capture, delight or any term related to this crucial demographic, there should first be understanding of what these terms really mean.
Chinese society is constantly evolving, regional travel preferences continually develop, and the very definition of luxury itself has been reinvented.
The ever-evolving definition of luxury
Luxury is no longer restricted to set lifestyles, products or tradition.
Luxury is now without borders or boundaries, as the evolving Chinese consumer redefines what they see as aspirational, desirable and exquisite, based on the true meaning of the word.